The Year Ahead in Marketing
It’s no surprise that the marketing industry is in a constant state of evolution.
In the past few years, marketers like you have fearlessly adapted to the constantly changing virtual and hybrid landscapes during the COVID-19 pandemic. As a marketer at any experience level, keeping up with this constant evolution hasn’t always been easy. In order to succeed in 2022 and beyond, it’s vital for marketers to stay ahead of the trends. So, what’s next?
In this free virtual event, we’ll help you understand what trends are here to stay and what shifts are coming in 2022. You’ll gain the actionable insights, digital tools and strategic best practices you need to make an impact in the new year.
Registration for this virtual conference is free!
This event is approved by the American Marketing Association to earn continuing education units (CEUs) toward maintaining any AMA Professional Certified Marketer® credential. To learn more about pursuing certification or to claim your credits, click here.
DAY 1 (ALL TIMES CT)
Opening Keynote: Pivoting with Purpose: How a Small Agency Made Big Strides During the Pandemic
In the wake of COVID-19, multicultural agencies faced a myriad of unprecedented challenges as clients slashed budgets and larger firms expanded their offerings.
Fortunately, these difficult times have also brought forth extraordinary opportunities. As brands double down on their commitment to community allyship, cultural fluency and emerging technology, they will require partners with non-traditional skill sets and a global perspective.
Multicultural marketing leader Telly Wong of IW Group will discuss how his agency quickly pivoted during the pandemic by parlaying their cultural expertise into newly-relevant capabilities.
From mastering new social media platforms to bringing brands into the metaverse, the 32-year-old Asian American-owned shop carved out a renewed relevance that enabled them to survive — and thrive — in the midst of enormous uncertainty.
Chief Content Officer & SVP, IW Group
The Changing Role of Content in 2022
Customer expectations for content are higher than ever. But many businesses are struggling to meet those expectations. Join this session to learn the latest stats and insights on the demand for content personalization, why brands are struggling to meet the content demand and how you can win with effective content. Attendees will walk away from this session with actionable ideas on how to streamline their content creation process and the data to back up investment in the tools and processes to make it happen.
VP of Marketing, Lucidpress
Are you ready to take control of your marketing career in 2022?
2021 saw an unprecedented growth in Marketing jobs. As marketers find themselves in demand and presented with new opportunities – they are looking to reskill or upskill to land their dream job. Join us as we speak to marketers and follow their marketing career paths. In this session you will learn: How and why marketers are reskilling What organizations are looking for in a marketer Tips on how to pivot your marketing career path.
Senior Director, Demand Generation at Salesforce
Measurement Best Practices for ABM
ABM is all about driving efficient and effective revenue growth. And, a clear focus on revenue means a focus on the full-funnel: growing brand awareness efficiently by focusing on best-fit future customers, creating opportunities with them based on engagement data, accelerating those opportunities to closed/won, and retaining and growing those customers In this session, we’ll review: An introduction to full-funnel ABM The metrics you should be focusing on at each stage how to drive better internal visibility and alignment.
VP of Growth Marketing, Terminus
DAY 2 (ALL TIMES CT)
Keynote: How Google's AI Changes The Game For SEO In 2022
Search engines are evolving to meet the demands of consumers and organic traffic is more valuable than ever. This is driving brands to invest heavily in SEO strategies with diminishing ROI. In 2022, technical optimizations for SEO rarely influence today’s modern AI search engines and earn organic rankings. Marketers must have a rudimentary understanding of machine learning and AI training models to compete for organic traffic. Join Dale Bertrand, a 20-year search marketing veteran with graduate-level training in AI, as he details specific organic growth strategies that leverage our new understanding of how Google uses machine learning to determine your website’s rankings.
- How search engine algorithms use AI to determine rankings
- Specific strategies to grow your organic traffic in the age of AI
- Case studies of brands that have adapted to the new SEO landscape
- How to ensure that your brand is well positioned to compete for organic traffic in 2022
Founder and President, Fire&Spark
Beyond the Metaverse
With their rebrand to Meta, Facebook threw virtual reality to the fore of public discourse in 2021. But what does the metaverse have in store for us next year? The fact of the matter is, we don’t need to wait for tech giants to completely reconstruct the entire universe to start offering audiences rich and immersive experiences. In fact; it’s content creators and marketing professionals that will drive the future of content forward.
Join Kevin Doherty, marketing communications manager at Vyond, for a critical look at what the metaverse actually has to offer. While unpacking virtual reality as both a solution and opportunity, we’ll also work together during this interactive session to brainstorm ways marketers can advance the content conversation beyond what the tech bros are telling us. By looking at how to bring immersive content into the metaverse (and beyond), we’ll refocus on actionable storytelling techniques as the conduit through which marketers can make a meaningful impact in the year ahead. In this session, you’ll learn: -Practical solutions for immersive storytelling -How to start building rich media with tools that are already available -What matters most as we prepare for marketing in the metaverse
Marketing Communications Manager, Vyond
Building Your Data-Driven Marketing Tech Stack
How to overcome data silos to increase personalization and measure customer engagement.
As customers increase their digital engagement brands, more data continues to be produced—data that customers expect will be collected with their permission and used to better their experiences. However, with that data spread across myriad silos, it can become prohibitively complex and challenging to deliver on that mission. In this session, discover how to deliver customer experience transformations, leveraging the Data Cloud, including how to: Align your technology investments with business objectives Set a data foundation that enables 360-degree views of your customer and the agility needed to test, learn, and improve over time Work with best-of-breed technologies to deliver personalized experiences, track customer engagement, and produce analytics to improve marketing tactics
Head of North America Retail Industry GTM, Snowflake
Leveraging the Power of a First Party Data Strategy In the 3rd Party Cookie Apocalypse
Storm clouds are on the horizon when it comes to how to successfully and securely leverage the power of customer data. What are marketers to do when third-party cookies are no more? First-party data to the rescue!
Join Tealium’s Director of Product Marketing, Matt Parisi, in this lively discussion and learn how to:
- Apply 3 key mandates to your CX initiatives
- Shift your data strategy from third-party to first-party
- Leverage key martech to power more comprehensive marketing campaigns
Director of Product Marketing, Tealium
The Modern Marketer's Prescription for More Conversions in 2022
Marketers always need to be prepared for the unknown, but this time, we know change is coming. So how do we exceed consumer expectations of exceptional experiences? Many marketers face consistent pressure due to growing pains when scaling, disjointed tech stacks, and unknowns about what our new normal will actually look like. To deliver game-changing campaigns and increase conversions in 2022, digital marketers need to rethink truths we’ve known and embrace new rules.
In this interactive discussion, we’ll discuss trends that are here to stay and ways to unify the entire marketing and creative department across priorities and processes. You’ll learn how to:
- Connect strategy with execution
- Stay agile so you can stay ahead
- Streamline and centralize marketing and creative bottlenecks
Traffic Manager, Nationwide Marketing Group
Senior Demand Generation Manager, Wrike, a Citrix Company
Senior Manager Operations, Sony
Senior Director of Digital Marketing, Wrike, a Citrix Company
DAY 3 (ALL TIMES CT)
Keynote: Google's most important algorithm element for 2022: UX is now an SEO ranking factor
With Google’s Core Vitals update in 2021, the search engine optimization game has changed and on top of content, we need to add user experience. That is especially valid for highly competitive businesses where many players are investing in digital marketing. At the AMA conference, Leslie will share some recent examples of how SEO metrics like Domain Authority, backlinks and even content length are not enough, and sites with lower metrics can beat more experienced domains if their pages are better organized and keep users more engaged and longer on their pages. Sign up for the AMA conference to learn some tricks on how to improve your page experience.
President, The Search Guru
Top Tips for Scaling Digital Content Creation in 2022
There is no question that digital content production will continue to grow in 2022 and beyond. But how are companies scaling production while maintaining efficiency? In a recent study conducted by CMSwire and Canto found that unnecessary duplication and disconnected content workflows undermines productivity and job satisfaction. In addition, the survey uncovered that marketing teams are wasting weeks of time each year simply trying to find content & digital assets they need to execute their campaigns. Join this session to uncover the challenges teams are facing when scaling content production and discover top tips for overcoming these challenges.
Email Marketing Predictions & Winning Strategies for 2022
For over two decades, email has been the “tried and true” channel for digital marketers because of its simplicity and versatility.
But with sweeping changes like Mail Privacy Protection (MPP), constant regulatory and compliance evolutions, skyrocketing global email volumes, and emerging AI-powered technologies transforming the way marketers can target and personalize their campaigns, what are the “email marketing elites” doing to stay ahead, innovate their programs, meet increasing customer expectations for personalized, relevant outreach, and continue capturing disproportionate market share?
Tune in at 1:15 pm ET on January 27th to hear from Kate Adams, Senior Vice President of Marketing at Validity, as she answers these questions and more.
You will learn:
- The current state of the email marketing landscape, with the latest data, trends, and insights you need to understand the impact of MPP on your program – and what you can do to fix it
- The fundamental differences between “Tokenization” and true “Personalization”, and the strategies and playbooks used by innovative, cutting-edge email marketing brands to differentiate themselves and convert “inbox space” into top-line revenue
- The importance of a data quality process to protect your brand reputation and empower your digital campaigns
- The right (and wrong) ways to create a streamlined, omni-channel communications strategy, and how you should be thinking about the role of email in your broader customer journey
Senior Vice President of Marketing, Validity
How to Take the Guesswork Out of Your Marketing Strategy for Good
Personalizing your marketing campaigns for one customer is easy, but how about one hundred customers, or better yet – thousands of customers across multiple marketing channels? Artificial intelligence (AI) as part of your martech stack can help you work smarter, not harder – allowing you to give each and every customer a unique experience. No matter where you are in your personalization journey, we want to empower you to reimagine your marketing strategy.
In this session, you’ll learn:
How to leverage AI take the guesswork out of your marketing strategies for good
- How to use data-driven insights to optimize your campaign performance with a 360” customer view
- A crawl, walk, run approach to personalization to craft meaningful experiences that drive customer value
- How one brand boosted its sales by 30%, repurchase rate by 27% and return-on-ad-spend by 69% with an insights-led, personalized marketing approach
Head of North America Marketing, MoEngage
Senior Product Marketing Manager, MoEngage
Closing Keynote: Untangling The Next in Marketing with Design Thinking
Companies have used design thinking as a human-centered approach to problem-solving for devising better offerings. This session aims to demystify the design thinking methodology and share how we might leverage this approach to tackle some of the challenges that lay ahead of us in marketing.
Solution Design & Strategy, Google
Innovation Catalyst, Ford Motor Company
Dale BertrandFounder and President, Fire&Spark
Dale Bertrand has been an SEO specialist to Fortune 500 companies and venture-backed startups around the world for two decades. His clients include global brands such as Citizen Watch, Nestle, Raymond Weil and Bulova. He applies his graduate school work in artificial intelligence to search engine marketing. Dale speaks at industry conferences, leads corporate training events and serves at Entrepreneur in Residence at the Harvard Alumni Entrepreneurs Organization. He has trained marketing professionals from TripAdvisor, Microsoft, HubSpot, Digitas and Proctor & Gamble. Dale has BS and MS degrees in Computer Engineering from Brown University.
Leslie CarruthersPresident, The Search Guru
Leslie Carruthers is President of The Search Guru, a search engine marketing (SEM), search engine optimization (SEO) and content marketing agency serving medium and large businesses who think big.
Leslie is a seasoned Internet marketing professional and search engine marketer. Her background includes Internet marketing since 1999 and search engine marketing (SEM) since 2001. Leslie was named one of the top women in SEO for 2012.Trained directly by Heather Lloyd-Martin, the pioneer of search engine optimization copywriting, and Disa Johnson, a world-leading technologist, Leslie brings to her clients the unique advantage of being both a gifted search marketer and technologist. She is also a skilled Webmaster and web developer. She has both client side experience, directing search marketing efforts in-house and managing outsourced vendors, as well as agency experience.
Leslie is the past Director of Search Solutions, and a consultant and faculty member for SuccessWorks. SuccessWorks is an internationally renowned search firm serving enterprise-level corporations. She and the staff of Search Guru are thrilled to execute their mission: to help people grow their businesses, be successful and make a difference. She was the Internet Marketing Manager for Pioneer-Standard Electronics, a $2.6 Billion, Fortune 1000 distributor of electronic components and computer systems, and part of the company’s eBusiness team, which was recognized by PC Week magazine as the third best B2B program in North America. Leslie is a member of The Web Association and Women in Networking. She has made presentations to the national Direct Marketing Association (DMA), Search Marketing Expo (SMX) and the Coremetrics Client Summit, as well as numerous regional groups.
Leslie has served on the Board of Directors of The Web Association and was Director of Communication for the Cleveland Chapter of the Association of Internet Professionals. Leslie is a lead mentor for TechStars Anywhere 2020 Program. Through speaking and serving startups through Fortune 50 companies, Leslie is recognized as an authoritative voice on content marketing, search engine optimization (SEO), conversion tracking/analytics and conversion rate optimization (CRO).
Leslie has received rave reviews for bringing her energetic, inspiring, and practical insights to companies like Advance Auto Parts, Connection, a top 5 electronic component distributor, a Fortune 50 Healthcare company, General Electric, Cleveland Clinic, BooksAMillion, SNHU, Bostik, Rakuten Overdrive, Inc. and others. She produces and delivers the Retail & Ecommerce Forum (2017, 2018, 2019) at Content Marketing World (the largest content marketing conference on the planet). Leslie was named one of the Top 50 Content Marketing Influencers (2018, 2019) #CMWorld (TopRank).
Leslie is particularly fond of long, complex sales cycles, data-driven efforts and bourbon.
Auseh BrittVP of Growth Marketing, Terminus
Auseh Britt is a seasoned marketer with a passion for driving growth. Her career spans a number of marketing leadership roles across companies in various industries including stints at Bloomberg, Questex, Logi Analytics, and Business.com. In her current role at Terminus, Auseh is the VP, Growth Marketing, responsible for demand generation, account-based marketing, sales development, and marketing operations. Auseh is a graduate of The Tepper School of Business at Carnegie Mellon University (MBA) and the University of Florida (BSCE). She is a die-hard Gator fan, a lover of warm weather, and Little League cheerleader.
Harsh WardhanSolution Design & Strategy, Google
I help companies build future strategies rooted in deep human insights that deliver business value and drive innovation. I am currently helping Google Cloud customers develop solutions for digital transformation. In my ten years of practice in the design industry, I have collaborated with organizations and, start-ups across different sectors like sports, automotive, healthcare, hospitality, fin-tech, and architecture.
Prapti JhaInnovation Catalyst, Ford Motor Company
I specialize in “practical creativity” – developing strategic solutions backed by research to bridge the gap between user needs and business. I am a designer and researcher, formally trained as an architect. I have built the flexibility to imagine and design at every scale.
My curiosity has taken me on an exciting adventure across art, architecture, interior design, user research, strategy, and open innovation.
Gwen HopperTraffic Manager, Nationwide Marketing Group
Gwen Hooper joined Nationwide Marketing Group in the fall of 2019 in the role of Marketing Traffic Manager. She is a service-driven Project Manager with 10+ years of experience in digital projects, event planning, and managing teams. Excelling in breaking complex projects and ideas down into action-driven timelines, her primary focus is assessing and allocating team resources and bandwidth to execute high-level marketing and support for the Nationwide members. Gwen is a Florida native, with a BA from Florida State and an MBA from Southern New Hampshire University; she is based out of Memphis. She is passionate about team development, learning and support. She enjoys a good bourbon, spending time with her SO, and two cats who unfortunately don’t pay rent.
Megan MyersSenior Demand Generation Manager, Wrike, a Citrix Company
Megan Myers is a Senior Demand Generation Manager at Wrike. She oversees all sponsored activities and manages marketing operations for the demand generation team. Before joining Wrike, she held a range of marketing positions at Instapage and Symplicity. She lives in San Francisco with her husband and enjoys spending free time in nature.
Cheryl VenableSenior Manager Operations, Sony
Cheryl Venable is the Senior Manager of Operations for Sony Creative Center and has been with the team for five years. She leads daily scheduling and resourcing, including creative request intake and budget and timeline management, for projects that include static, video, motion, and digital. A Wrike “cheerleader,” Cheryl’s responsibilities include Wrike onboarding and training, continuously finding new ways to use Wrike to keep the growing creative team streamlined and efficient. Prior to working for Sony, she was an Asset Manager for Freeform (Disney-ABC Cable Network) and also a reality television producer. Cheryl earned a Bachelor of Science in Film and Television from Boston University, a Master’s Degree from University of Southern California, and Professional Applied Management Certification from Northwestern University, and is currently pursuing her PMP exam certification.
Rachael JamesSenior Director of Digital Marketing, Wrike, a Citrix Company
For more than 15 years, Rachael James has worked with startups, agencies and enterprise brands developing strategies for digital advertising (Awareness, Demand generation, ABM) to drive pipeline and revenue. She’s passionate about marketing, especially results-based marketing. As Senior Director of Digital Marketing at Citrix, Rachael supports the Wrike product by driving the digital marketing strategy for all segments of the business. In her free time she enjoys traveling, cooking, and hanging out with her teacup long-haired Chihuahua, Winston.
Erica GunnCMO, Canto
Erica Gunn is currently CMO at Canto and has a background in both marketing and operations leadership roles. Prior to Canto, Erica was Head of Marketing for Adobe Workfront. She has also held Vice President positions at Nordstrom and Planview and business operations roles at the Bill & Melinda Gates Foundation.
Leslie LorenzHead of North America Retail Industry GTM, Snowflake
Leslie has over 20 years of analytics, program, and product management experience with a proven track record of bringing technology teams and business customers together to deliver business-driven technology solutions. Leslie brings expertise in business intelligence and analytics with a passion around technology strategy and roadmap development, project and program management, engineering optimization and process improvement, project execution, and business and data analysis.
Telly WongChief Content Officer & SVP, IW Group
Telly is the Senior Vice President and Chief Content Officer of IW Group, a leading multicultural creative agency that designs innovative campaigns and experiences for such clients as McDonald’s, Lexus, Netflix and Brown-Forman. The agency was a Grand Prize Winner at the 2021 ANA Multicultural Excellence Awards for their work on the Golden Arches’ record-breaking collaboration with South Korean BTS.
Fresh, transformative and culturally progressive, Telly’s work has been recognized with numerous honors from such leading industry organizations as AdAge, Public Relations Society of America and PR News. Some of Telly’s recent projects include producing McDonald’s first foray into metaverse activations and creating Jack Daniel’s first-ever reality series, Drag Queen Summer Glamp.
Telly is a graduate of NYU where he earned his BFA in Dramatic Writing with a double major in East Asian Studies.
Matt GleimSenior Director, Demand Generation at Salesforce
A marketer for nearly 20 years, I’ve enjoyed the last 9 of at Salesforce. There I lead a talented team of marketing professionals that build customer experiences for our Marketing Cloud solutions. Leading people is my passion and I believe the best leaders are, at their core, teachers. When I am not at work marketing to marketers you might find me traveling around the midwest in my recreational vehicle or on the search for a new favorite craft beer.
Kevin DohertyMarketing Communications Manager, Vyond
Kevin Doherty is a marketer and storyteller for Vyond: a cloud-based animation studio that allows anybody to make media that moves. An alumnus of UCLA’s School of Theatre, Film, & Television, Kevin specializes in using principles from the entertainment industry to create powerful brand engagement for organizations like AT&T, Bank of America, Banza, and more. As an agile team leader, Kevin enjoys empowering teams to spark meaningful value through impactful storytelling.
Kate AdamsSenior Vice President of Marketing, Validity
As Senior Vice President of Marketing, Kate leads all of Validity’s marketing efforts. Prior to Validity, Kate was Vice President of Marketing at Drift, where she discovered her passion for helping and marketing to sales professionals and marketers. While there, Kate built the demand generation function from the ground up, achieving more than 200% in pipeline growth. Before Drift, Kate led the demand generation and marketing operations teams at SmartBear, where she managed the pipeline generation for a portfolio of more than 20 products. Kate has also led marketing and product for a number of early-stage startups ranging in size and industry, from education and healthcare to employee engagement.
She is passionate about bringing businesses to life in the hearts and minds of prospects and customers by creating amazing customer experiences across the entire customer lifecycle. Kate holds a Bachelor’s degree in Spanish Language and Literature from Regis College.
Dave BascomVP of Marketing, Lucidpress
Dave is VP of Marketing at Lucidpress, where he and his team thrive on helping businesses manage their brands more efficiently. Prior to joining Lucidpress, Dave led marketing for tech startups, Jump and Homie. Much of his career has been spent running digital marketing agencies, including SEO.com, a fast-growing organic search agency and Fit Marketing, an inbound marketing agency. With over 20 years’ experience as a marketing leader, Dave understands the value of a strong, consistent brand experience. Outside the office, you’ll find Dave spending time with his wife and five kids, hiking high in the Utah mountains, or mixing it up at the pickleball courts.
Matt ParisiDirector of Product Marketing, Tealium
Matt Parisi is the Director of Product Marketing at Tealium. He has over 15 years of strategic marketing experience across both traditional and digital marketing channels. His experience spans industries working both at consultancies and client-side.
Meagan WhiteHead of North America Marketing, MoEngage
Meagan White leads the North America marketing and sales development team at MoEngage. She has more than a decade of marketing leadership experience within the martech, customer experience, and content management sectors, managing marketing strategies in various functions including demand generation, digital marketing, product marketing and communications. She holds a master’s degree from Boston University.
Irmina MyszkowskaSenior Product Marketing Manager, MoEngage
Irmina Myszkowska leads product marketing for North America at MoEngage. Irmina is a marketing & product strategist with +10 years of international experience designing and executing multi-channel, innovative marketing strategies in organizations ranging from technology start-ups to multinational Fortune 500 companies. Irmina has an MBA in Innovation, MSc Marketing, and MSc Computer Information Systems.
Login & Registration FAQ’s
I’ve already registered. Where can I find the link to log in to the conference?
24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform. A link to log in will also be made available on this event page and in the trending bar of ama.org.
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On-Demand Content FAQ’s
Will conference presentations be available on-demand?
All conference material, including presentations, will be available on-demand in the 2022 AMA Virtual Conference: The Year Ahead in Marketing Attendee Hub within 24 hours, if not sooner.
How long will I have access to the 2022 AMA Virtual Conference: The Year Ahead Attendee Hub?
The Attend Hub will remain open and available for on-demand viewing for the next 6 months.
Technical Support & Recommendations
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